Ad Juxtaposition Is Important

Ad juxtaposition is important. I was thinking about a tennis tournament my wife was watching one time where I simultaneously saw text displayed on the court for Rolex and Kia. If I were Rolex, I would have been ticked.

Sure, people pay for getting the product name in people’s minds. However, what goes with that in people’s minds is important. Rolex makes sophisticated products, but a certain portion of their pricing is based on mental image.

That image kind of needs to be luxury.

I do not think of luxury when I think of Kia. I’m sure they sell fine cars, but I think of them as economy cars. Rolex, on the other hand, makes me think of gold and platinum. Set the two next to each other and I think less of Rolex and more of Kia.

I hope Kia paid a lot more than Rolex for that ad placement.


About David S. Atkinson

David S. Atkinson enjoys typing about himself in the third person, although he does not generally enjoy speaking in such a fashion. However, he is concerned about the Kierkegaard quote "Once you label me you negate me." He worries that if he attempts to define himself he will, in fact, nullify his existence...
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